When you focus on them first, they begin to view you as a valuable resource. And a helpful ally. When this happens, that elusive trust forms.
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Leave purpose out of the equation and you walk away from arguably the most powerful factor in helping people make a decision to engage with you.
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Ask how your brand can serve the profound need we all have to feel like what we do matters.
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Inspiration and meaning serve a deeper need we all have. And in doing so, create an irresistible gravitational pull for a brand that we willingly succumb to.
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Become more outward-focused. More servant-oriented. And you’ll become more appealing to all those we hope to serve.
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Every brand has this potential. You simply need to know how to unlock it. Here are four ways to do just that.
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Clarifying a brand purpose can become a savvy strategic move for organizations – unrivaled by any other business strategy.
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If you really want your brand to connect with those you hope to serve, then take a page out of Epictetus' playbook.
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Here are 5 of the most read posts from the first quarter of 2022 covering brand and taking a purpose-driven approach.
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Major corporations are leaning into purpose. And even though adoption is not ubiquitous, the idea has entered the strategic discussions of companies everywhere.
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What constitutes a powerful purpose? What can it really do for an organization? And how do you go about clarifying one? Here are four rules.
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Profit and purpose are not at odds with each other. Rather, they are mutually catalytic.
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What makes you desirable is what you do for others. When your brand makes this strategic shift, great things start to happen.
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It's time to retire the combative brand language. And allow our words to express the good we hope to do.
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Your brand can do well by doing good. In fact, the best way to do well is to do good.
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Offering invaluable help is arguably the most potent way for your brand to sell.
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It is undeniably compelling when brands change their language to make those they hope to serve the heroes.
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Take all that inward focus and turn it outward and your brand will earn a place in their heads. Do it well enough, and you may even find your way to their hearts.
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This mapping process will help change the way you approach those you hope to serve. It shows you the way to a better brand.
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A brand can’t coerce prospects into helping it reach its goals. We have to help them help us.
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